Marketing Strategies for Luxury Brands Essay

New increases are continuously launched into the lavishness inwardness grocery each year. DKNYs recent addition to the nose commercialize is DKNY Pure. As a competitor intending to submit a similar proceeds into the luxury flair taint burden foodstuff, consumer conduct has important implications for the digit of a successful marketing strategy. This paper will outline which key factors marketers should onslaught to influence in the stick out of a marketing strategy to introduce a in the raw luxury note perfume to the market.Through the uptake of carrefour positioning, identifying buying groups and the target market, extensive publicize and operant condition marketers back end manipulate the consumer decision-making sue together with internal and external influences take to consumer corrupt behaviour. From a marketing perspective luxury fashion reproachs are defined in by features such(prenominal) as exclusivity, premium prices, magnificent grapheme, dis tinctiveness, attribute, status and other aspirational characteristics (Fionda & Moore, 2009).For many consumers the bribe of luxury fashion marque perfume is a high-involvement and emotional decision (Sadeghi & Tabrizi, 2011). These purchases involve the use of elongated decision-making with an extensive search of internal and external instruction and a hefty evaluation of alternative harvest-times available (Quester, Pettigrew & Hawkins, 2011). An extensive advertising campaign should be used the major marketing strategy for the introduction of a new product in the luxury perfume market as it merchant ship be used to manipulate and influence consumer behaviour in a number of ways.Influencing the consumer decision-making make for In point to influence the consumer decision-making process advertising quarter be used as external stimuli in order to trigger the first stage of the consumer decision making process line or take in recognition. Advertising digest influence c onsumer behaviour by affecting the consumers in demand(p) earth or their existing state (Quester, Pettigrew & Hawkins, 2011), prompting the identification of perceived use up or desire for a product.Strategic marketing campaigns such as preannouncements (for example by means of media releases or samples) back end be used to influence consumer anticipation, attention and desire or perceived need prior to the launch of a new product such as a luxury perfume (Schatzel & Calantone, 2006). By brain the motives which direct consumers to purchase products and the needs they are seeking to return marketers disregard target their advertising more effectively (Kotler et al, 2007).For luxury denounce perfume advertising can be used to highlight the emotional need of the consumer focussing on their esteem needs as described by Maslows Hierarchy of Needs (Kotler et al, 2007 Quester, Pettigrew & Hawkins, 2011). Emotional self-esteem needs can be effectively used in advertising luxury pu nctuate perfume to women by including messages and visuals which suggest sophistication, elegance, love and confidence.Feeling and emotion importantly causes consumer intentions for perfume with consumers visualising, imagining, estimating and assessing the perceived feelings gained from purchasing and using the product (Sadeghi & Tabrizi, 2011). intuition trade drives should focus on building customers perception of both the scrape and the product. Perception is a significant internal factor in a consumers purchase decision for luxury dirt perfume. The perception process involves processing information from exposure, attention and interpretation with meanings recorded as memory (Kotler et al 2007).Consumer perceptions can be manipulated through product positioning in this case introducing a new perfumes under the old(prenominal) luxury marque image will position it in the high-end perfume market creating a perception that it is a similar high-end product. Identifying the de sired product position allows marketers to design strategies to develop the appropriate product image for that particular target market (Quester, Pettigrew & Hawkins, 2011). Perfumes are products that are comprised of both tangible and intangible characteristics designed to satisfy consumers.Perceptions of quality can be influenced by the tangible (intrinsic) characteristics of the product for perfume this is the bottle and the package. Through the application of beautiful and clever product design and packaging marketers can manipulate consumer perception of the perfume and its image (Sadeghi & Tabrizi, 2011). intangible asset (extrinsic) characteristics such as price, store image or defect image as strong serve to influence the consumers perception of quality (Quester, Pettigrew & Hawkins, 2011). orbit higher prices for the perfume consistent with the product position and target market (Fionda & Moore, 2009) and stocking the perfume in high-end department stores are strategies that can be occupied to infer quality and influence consumer perceptions of status. Brand image and brand ken Brand leveraging strategies can be employed to capitalise on the brand equity of a familiar luxury brand by giving the brand name to a new product (Quester, Pettigrew & Hawkins, 2011).By introducing a new perfume using an established luxury fashion brand (either as a product or line extension) marketers can increase consumer recognition and acceptance of new products (Wu & Lo, 2009) as well as making the most of the perceived intangible benefits associated with a cocksure brand image. A consumers plus perception of brand image of familiar luxury fashion brands has a significant effect on increase purchase intentions of the products produced by those brands.The creation and usage of a strong brand image can be used by marketers to reduce dubiousness around product evaluation (or perceived purchase risk) whilst also increase confidence in product quality (Sadeghi & Tabri zi, 2011). Consumers view brand as an important part of a product which adds perceived value to the product (Wu & Lo, 2009 Sadeghi & Tabrizi, 2011). Launching a perfume under an existing familiar brand with a positive brand image can generate competitive advantage by change magnitude consumers interest and attention and resulting positive evaluation of a product (Fionda & Moore, 2009).Further, consumers are uniformly to give great attention to a familiar brand and to engage more effort in processing information near a product with a familiar brand name (Sadeghi & Tabrizi, 2011). Brand personality & repute authorisation Brand personality is a key factor in brand identity and is highly influential in the consumer decision making process as it relates to the desire to satisfy needs of self-esteem and belonging (Rajagopal, 2006).Consumers are motivated to purchase products from brands that reflect their own personality or that portrays personalities to which they plan (Sirgy, 19 82 Guthrie & Kim, 2009 Spry, Pappu & Cornwell, 2011). Celebrity s is considered an effective strategy by marketers as a highly visible means of brand personality creation ((Rajagopal, 2006 Spry, Pappu & Cornwell, 2011). mo by celebrities influences consumer behaviour through attracting increased attention, generating greater brand resound and recognition (Quester, Pettigrew & Hawkins, 2011 Spry, Pappu & Cornwell, 2011).Dean (1999, as cited in Spry, Pappu & Cornwell, 2011) nevertheless posits that celebrity endorsement can also influence a consumers perceptions of product quality and distinctiveness. The effectiveness of using a celebrity to endorse a product will be enhanced if there is congruence between the celebritys image, the product (and brand) personality and the self-concept of the target market (Quester, Pettigrew & Hawkins, 2011).Market question should be conducted to determine perceptions of chosen celebrities to ensure they are credible and get attributes that coin cide with the target markets needs and desires (Quester, Pettigrew & Hawkins, 2011 Spry, Pappu & Cornwell, 2011). For the luxury brand perfume market such attributes should be based on attractive force and image. Learning & operant teach Consumers learn about products through the familiarity and experience gained from purchase and consumption (Quester, Pettigrew & Hawkins, 2011).By understanding how consumers learn about products marketers can include information to assist and influence the consumer decision-making process. Operant conditioning is highly effective marketing strategy used to influence consumer behaviour particularly in high involvement purchases such as perfume (Peter & Nord, 1982 Quester, Pettigrew & Hawkins, 2011). Operant conditioning can shape positive reinforcement for consumer purchase intention (Amor & Guilbert, 2009).By trialling, using tester bottles and sample spray cards the product consumers are able to experience the perfume determine if they like th e scent and if it smells good on their skin. Amor & Guilbert (2009) suggest that consumers are more probably to respond to new perfume samples than established ones. Marketers can provide uncaring samples during related purchases to encourage product trial (Amor & Guilbert, 2009) which assists in capturing consumer attention and increasing product familiarity (Sadeghi & Tabrizi, 2011).Placing samples in high-end fashion magazines will also assist with familiarity as well as perception of quality. Using free samples as promotional tools may also assist marketers in developing a positive attitude toward the sampled perfume product as well as toward to the brand (Amor & Guilbert, 2009). External influences A consumers purchasing behaviour is also influenced by social factors. By identifying the roles in the buying process marketers can mix this information in the product design and advertising message decisions (Kotler et al 2007).For womens perfume the same person might play severa l(prenominal) roles in the purchasing decision. The purchaser will often be the inciter of the purchase, the decider who ultimately makes the purchasing decision and the user or wearer of the perfume (Kotler et al). Products such as perfume that are complementary to self-image are occasionally purchased by consumers as opens for themselves. Marketers can target the fulfilment of self-gifting motivations by interspersing perfumes with other products such as cosmetics so that sales-staff might promote combining purchases (Mick, Demoss & Faber, 1992).Males may also be purchasers of womens perfume as gifts. Identifying this group in the buying process will enable targeted marketing through the development of gift packs around peak gift periods such as Christmas, and Valentines Day. As shown in the above discussion through the use of extensive advertising campaigns marketers can influence consumer purchase intention through stimulating emotional need or desire for the new perfume produ ct as well as creating attention and awareness.Identifying and establishing the product position and the roles in the buying process will enable marketers to design and direct advertising at the desired target segments. The use of an established luxury brand to launch the product can influence consumers perceptions of quality and status of the brand and by association the perfume. Whilst credible celebrities can be used in advertising campaigns to take a shit or support brand personality influencing attention, increasing brand recognition and product recall as well as further addressing consumers desire for fulfilment of self-concept needs.Finally operant conditioning through the provision on free samples and testers will be used to shape consumer learning about the new product by positive reinforcement, as well as capturing consumer attention and further increasing brand awareness. By understanding the relevant influences of consumer behaviour to the new product marketers can con trol this theory in order to manipulate the buying intentions and purchase behaviours of consumers and create a successful marketing campaign.